The yowlah is considered a victory dance, and it used to be performed after a victory in a tribal war or after returning from a successful pearl diving. The highly successful reality series Al Meydan on
Sama Dubai took the yowlah (which was not widely known at the time) and created competition similar to the format
American Idol whereby viewers can vote on the best dancers. The yowlah is recorded (as
al-ayyala) on UNESCO's Representative List of Intangible Cultural Heritage Items of Humanity in November 2014. It is hoped that being a part of this important list will contribute towards reviving and promoting the yowlah as part of the region's national identity and the heritage of humanity as a whole. Additionally, this listing is thought to help in transferring knowledge, skills, and the values of the yowlah from one generation to another—and to contribute towards achieving respect, mutual understanding, and peace amongst the people of the UAE. ==In popular media and politics==